WhyHunger Annual Hungerthon Campaign

About this entry

Founded in 1975 by the late musician Harry Chapin and radio DJ Bill Ayres, WhyHunger is a global leader in building the movement to end hunger and poverty by connecting people to nutritious, affordable food and by supporting grassroots solutions that inspire self-reliance and community empowerment.

WhyHunger's annual Hungerthon campaign (www.Hungerthon.org) is a multi-channel fundraising and advocacy campaign to fight for an end to hunger in the U.S. and the right to nutritious food for all, which was founded as a Thanksgiving radio tradition in 1975. This campaign recognizes the 42.2 million Americans, including more than 13 million children, who are hungry, raising awareness around attainable and lasting solutions.

The campaign, which runs from November 1 through December 31 with a specific emphasis on the weeks surrounding Thanksgiving, capitalizes on the Thanksgiving season by bringing together radio personalities, listeners, celebrities and fans.

Big picture Hungerthon goals include raising awareness and elevating voices of individuals, partners, grassroots leaders and celebrity supporters for community-based practical solutions to hunger and its root causes as well as raising funds to invest in those solutions. The campaign aims to activate Hungerthon listeners/supporters in calls to action, empowering them to know they can make a difference by hearing stories, learning stats and busting myths; understanding the root causes of hunger; donating; and working towards local and national solutions.

Why does this entry deserve to win?

Radio: Competing stations come together to support including partners SiriusXM, CBS Radio New York, Cumulus New York and iHeartMedia New York. Funds are raised through a coordinated effort including radio broadcasts, merchandise, a live radiothon, social media activation and an extensive celebrity-driven online auction. WhyHunger provides PSAs, on-air reads and social media copy tailored to each station.

Advocates: WhyHunger staff, celebrity ambassadors and community-based partners educate listeners and raise awareness about the issues, participating in over 30 substantive radio interviews.

Artists support by donating auction experiences and advocating for the campaign, WhyHunger's work, and their auction items on social media and on-air with calls to action.

Audience Engagement and Fundraising: Listeners can bid on the massive online auction at CharityBuzz.com including experiences and unique memorabilia items from top musicians, athletes, and celebrities such as going on-air or winning an in-house concert. Supporters are encouraged to attend Hungerthon events and listen to interviews with community-based partners and engage on social media alongside celebrity, key influencers and fans.

Merchandise: Listeners can give holiday gifts with meaning from the signature line of Hungerthon gifts, such as a John Lennon "Imagine There's No Hunger" Mug.

Live Radiothon: Leading to a large uptick in donations and engagement, "Live Hungerthon Day" builds momentum and a sense of urgency the Tuesday before Thanksgiving. Staff and spokespersons are on-site at radio partners, CBS Radio New York and Cumulus New York, providing social media and on-air messaging support throughout the day. Hungerthon is featured on each station's homepage. Donations are accepted online or via the volunteer-staffed phone room (1-800-5-HUNGRY).

NYC food pantry visit with Jay Sean, which he live Snapchatted, resulted in strong relationship with his team, awareness, B-roll and photos

Over 150 auction items with top performers, in-studio experiences and celebrity ambassadors. See confidential section

87 cents of every dollar raised goes directly to programmatic work and 100% of proceeds benefit WhyHunger. Funds raised are invested into long-term community-based solutions.

WhyHunger was able to leverage national momentum to have lasting, deep impact in local communities. By resourcing, connecting and supporting the grassroots leaders who are nourishing our nation and transforming our food system, WhyHunger is working to create a powerful, vital collective to drive change and strike at the root causes of hunger, poverty and injustice.

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